form is an excellent avenue for, Ackad
“Branding is what makes certain
marketers stand out. DRTV plays an
important role in cementing them as a
household name,” Ackad says. “With
DR, you’re showing a product to the
masses and there’s a natural effect: If you
air enough and create a good image for
yourself, people will know your name. For
those who do go into retail, the products
are then something people have already
seen or heard of.”
The need for health-and-fitness
products remains strong, and long-form
continues to be one of the best platforms
in which brands can connect effectively
with their customers.
“Long-form is the perfect place for
heath and fitness. There are always stories
to tell in this space and those stories are
what will provide the emotional connection to the audience,” Ackad says.
“You have to explain why your product
stands out and you have to have the
For marketers who have always per-
formed strong in the DRTV space, it’s
clear that television, digital and retail can
be mutually beneficial for this vertical
market, as well.
“It’s a fact that the health-and-fitness
industry has a huge mass appeal for peo-
ple, and at any given point, regardless of
the economic environment, people want
to better themselves,” Ackad says. “Direct
response is the key to connecting with
that mass audience. If you can position
yourself and your product to stand out in
a category, you’re going to have success.
It’s that mass appeal aspect of DR that
makes health-and-fitness such a successful
is one health-and-fitness
product that has found
success in both the DR space
and in retail.
time to do that. If you want to have the
audience emotionally connect with you
as a brand — and emotion has a lot to do
with consumers who are overweight or
out of shape — a half-hour allows you to
Mobile marketing is sure to come into
play for health and fitness marketers.
“(Mobile is) going to become bigger; you’re going to see a lot more PR
and branding, and you’re going to see
the other verticals come into play more.
Marketers need to squeeze every dollar out of every campaign,” she says. “I
think that will be a big tactic for years to
come: making sure all the verticals are
Thill Logistics, Inc.